The Impact of Customers' Perceived Justice on Service Recovery Satisfaction and Post-Purchase Behaviors

Document Type : Original Article

Authors

1 Department of Business Management - Islamic Azad University - khorramshahr International Branch- khoozestan - Iran

2 Department of Commerce - Faculty of Management - Islamic Azad University, Roodehen Branch

Abstract

Considering the high rate of customer dissatisfaction with banking services, the issue of service recovery is a clear example in the country's banking sector. Service recovery shows the reaction of banks when a problem occurs. This study aims to study the impact of the perceived justice of bank customers on satisfaction with service recovery and post-purchase behaviors. This research is an applied study that was conducted with a descriptive-survey approach. The statistical population is all customers who receive banking services (unlimited population), from which a sample of 409 people has been selected as a statistical sample using SAMPLE-POWER software. In this study, an adapted questionnaire was used to collect information. It is worth mentioning that the validity and reliability of the questionnaire were confirmed. The partial least squares technique and SmartPLS software were used to test the hypotheses. The results showed that distributive, procedural, interactive, and informational justice has a positive and significant impact on satisfaction with service recovery; Satisfaction with service recovery has a positive and significant effect on customer trust, recommended advertising, and repurchase intention; Trust has a positive and direct impact on recommendation advertising and repurchase intention; Service recovery satisfaction through trust influences recommendation advertising and repurchase intention; It was also found that satisfaction with service recovery has a positive and direct impact on brand credibility and customer-based brand equity.

Keywords

References

  1. گل پرور،م؛واثقی،ز.(1390).رابطه عدالت سازمانی ادراک شده با رفتارهای تلافی جویانه با توجه به نقش باورهای جبران عدالت ،فصلنامه راهبردهای بازرگانی ،دوره 9 ،شماره 50،صص 427-432.
  2. Cai, R. R., Lu, L., & Gursoy, D. (2018). Effect of disruptive customer behaviors on others' overall service experience: An appraisal theory perspective. Tourism Management, 69, 330-344.
  3. Chang, C. C., & Hung, J. S. (2018). The effects of service recovery and relational selling behavior on trust, satisfaction, and loyalty. International Journal of Bank Marketing.
  4. Shams, G., Rehman, M. A., Samad, S., & Rather, R. A. (2020). The impact of the magnitude of service failure and complaint handling on satisfaction and brand credibility in the banking industry. Journal of Financial Services Marketing, 25(1), 25-34.
  5. Nadiri, H. (2016). Diagnosing the impact of retail bank customers’ perceived justice on their service recovery satisfaction and postpurchase behaviours: an empirical study in financial centre of middle east. Economic research-Ekonomska istraživanja, 29(1), 193-216.
  6. Chebat, J. C., Ben-Amor, K., & Davidow, M. (2019). Why bank customers dissatisfied with service recovery remain loyal: An affect control theory approach. Journal of Marketing trends, 1(1), 77-83.
  7. Nadiri, H. (2018). Customers’ zone of tolerance for retail stores. Service Business, 5(2), 113-137.
  8. Harrison-Walker, L. J. (2019). The critical role of customer forgiveness in successful service recovery. Journal of Business Research, 95, 376-391.
  9. Etzel, M. J., & Silverman, B. I. (2019). A managerial perspective on directions for retail customer dissatisfaction research. Journal of Retailing.
  10. Akhtar, S., & Barlow, J. (2018). Forgiveness therapy for the promotion of mental well-being: A systematic review and meta-analysis. Trauma, Violence, & Abuse, 19(1), 107-122.
  11. Zhu, T., Liu, B., Song, M., & Wu, J. (2021). Effects of Service Recovery Expectation and Recovery Justice on Customer Citizenship Behavior in the E-Retailing Context. Frontiers in Psychology, 12, 2052.
  12. Shin, H., Casidy, R., & Mattila, A. S. (2018). Service recovery, justice perception, and forgiveness: The “other customers” perspectives. Services Marketing Quarterly, 39(1), 1-21.
  13. Alzoubi, H., Alshurideh, M., Kurdi, B., & Inairat, M. (2020). Do perceived service value, quality, price fairness and service recovery shape customer satisfaction and delight? A practical study in the service telecommunication context. Uncertain Supply Chain Management, 8(3), 579-588.
  14. Huang, Y., Gursoy, D., Zhang, M., Nunkoo, R., & Shi, S. (2021). Interactivity in online chat: Conversational cues and visual cues in the service recovery process. International Journal of Information Management, 60, 102360.
  15. Chen, H. G., Liu, J. Y. C., Sheu, T. S., & Yang, M. H. (2019). The impact of financial services quality and fairness on customer satisfaction. Managing Service Quality: An International Journal.
  16. Bapat, D. (2020). Service Recovery and Continuity in Emerging Markets. In Services Marketing Issues in Emerging Economies (pp. 179-195). Springer, Singapore.
  17. Tarhini, B., & Hayek, D. (2021). The Effect of Proper Complaint Handling on Customers’ Satisfaction and Loyalty in Online Shopping. In Business Revolution in a Digital Era (pp. 405-421). Springer, Cham.
  18. Wei, J., Zhu, S., Hou, Z., Dong, H., & Li, J. (2022). Research on the influence mechanism of emotional intelligence and psychological empowerment on customers’ repurchase intention under the situation of online shopping service recovery. Current Psychology, 1-17.
  19. Zhang, D., Li, Y., Li, Y., & Shen, Z. (2022). Service Failure Risk Assessment and Service Improvement of Self-Service Electric Vehicle. Sustainability, 14(7), 3723.
  20. Reis, J., Amorim, M., & Melão, N. (2019). Multichannel service failure and recovery in a O2O era: A qualitative multi-method research in the banking services industry. International Journal of Production Economics, 215, 24-33.
  21. Tiwari, G. K., Pandey, R., Parihar, P., & Rai, P. K. (2020). Understanding the mediating role of self-esteem between the relationship of self-forgiveness and human flourishing.
  22. Babin, B. J., Zhuang, W., & Borges, A. (2021). Managing service recovery experience: effects of the forgiveness for older consumers. Journal of Retailing and Consumer Services, 58, 102222.
  23. Luskin, F. (2016). Forgive for good. KTEH & Standford University.
  24. Lu, L., Cai, R., & King, C. (2020). Building trust through a personal touch: Consumer response to service failure and recovery of home-sharing. Journal of Business Research, 117, 99-111.
  25. Harun, A., Rokonuzzaman, M., Prybutok, G., & Prybutok, V. R. (2018). How to influence consumer mindset: A perspective from service recovery. Journal of Retailing and Consumer Services, 42, 65-77.
  26. Wu, X., Du, S., & Sun, Y. (2020). E-tailing service recovery and customer satisfaction and loyalty: Does perceived distributive justice matter?. Social Behavior and Personality: an international journal, 48(5), 1-15.
  27. امیر خانی ،ط؛آغاز،ع .(1390).تاثیر ادراک کارکنان از عدالت سازمانی بر هویت سازمانی آنان (مورد مطالعه :دانشگاه تهران ،علامه طباطبایی ،تربیت مدرس در شهر تهران )فصلنامه راهبردهای بازرگانی ،دوره 9،شماره 50،صص245-262.
  28. خمر،ف؛زنگانه،م ؛ مهرانی،ه .(1400).بررسی تاثیر عدالت ادراک شده بر نیات پس از خرید به واسطه هیجانات و رضایت پس از خرید (مطالعه موردی : مشتریان بانک انصار در استان گلستان )فصلنامه مدیریت بازرگانی ،دوره 16،شماره 50،بهار 1400،صص.1-19.
  29. شیخی، ف ؛ امینی،م.( 1399). جایگاه قاعده تفسیر علیه انشاء کننده در تحقق عدالت توزیعی در حقوق قراردادها. دیدگاه های حقوق قضایی 89. 121-138.
  30. Wu, W. Y., Qomariyah, A., Sa, N. T. T., & Liao, Y. (2018). The integration between service value and service recovery in the hospitality industry: An application of QFD and ANP. International Journal of Hospitality Management, 75, 48-57.
  31. Mabkhot, H. A., Shaari, H., & Salleh, S. M. (2017). The influence of brand image and brand personality on brand loyalty, mediating by brand trust: An empirical study. Jurnal Pengurusan (UKM Journal of Management), 50.
  32. Kao, G. H. Y., Wang, S. W., & Farquhar, J. D. (2020). Modeling airline crisis management capability: brand attitude, brand credibility and intention. Journal of air transport management, 89, 101894.
  33. Stocchi, L., Ludwichowska, G., Fuller, R., & Gregoric, A. (2021). Customer-based brand equity for branded apps: A simple research framework. Journal of marketing communications, 27(5), 534-563.
  34. Nam, K. , Baker, J. , Ahmad, N. , & Goo, J. (2020). Determinants of writing positive and negative electronic word-of-mouth: Empirical evidence for two types of expectation confirmation. Decision Support Systems, 129, 113168.
  35. Augusto, M., & Torres, P. (2018). Effects of brand attitude and eWOM on consumers’ willingness to pay in the banking industry: Mediating role of consumer-brand identification and brand equity. Journal of Retailing and Consumer Services, 42, 1-10.
  36. Storey, C., & Larbig, C. (2018). Absorbing customer knowledge: how customer involvement enables service design success. Journal of Service Research, 21(1), 101-118.
  37. عزیزی، ش؛ عیوضی نژاد، سلمان؛آداک ، ش .(1400 (. اثر راهبرد های بازیابی ،زمان بازیابی و جایگاه سازمانی بازیابی کننده در شکست های ناشی از کارکنان بر رفتار پس از خرید مشتری ، مجله مدیریت تولید و عملیات ،دوره 12 ، شماره 24 ، صص 57-76.
  38. Rifi, A., & Mostafa, R. B. (2021). Brand credibility and customer-based brand equity: a service recovery perspective. Journal of Financial Services Marketing, 1-16.
  39. Muhammad, L. (2020). Mediating role of customer forgiveness between perceived justice and satisfaction. Journal of Retailing and Consumer Services, 52, 101886.
  40. Knox, G., & Van Oest, R. (2019). Customer complaints and recovery effectiveness: A customer base approach. Journal of marketing, 78(5), 42-57.
  41. Siu, N. Y. M., Zhang, T. J. F., & Yau, C. Y. J. (2018). The roles of justice and customer satisfaction in customer retention: A lesson from service recovery. Journal of business ethics, 114(4), 675-686.
  42. Harris, K. E., Grewal, D., Mohr, L. A., & Bernhardt, K. L. (2016). Consumer responses to service recovery strategies: the moderating role of online versus offline environment. Journal of Business Research, 59(4), 425-431.
  43. Sparks, B. A., & McColl-Kennedy, J. R. (2020). Justice strategy options for increased customer satisfaction in a services recovery setting. Journal of Business Research, 54(3), 209-218.
  44. Chang, H. S., & Hsiao, H. L. (2018). Examining the casual relationship among service recovery, perceived justice, perceived risk, and customer value in the hotel industry. The Service Industries Journal, 28(4), 513-528.
  45. Maxham , J. G., & Netemeyer, R. G. (2019). Modeling customer perceptions of complaint handling over time: the effects of perceived justice on satisfaction and intent. Journal of retailing, 78(4), 239-252.
  46. Hart, C. W., Heskett, J. L., & Sasser Jr, W. E. (2019). The profitable art of service recovery. Harvard business review, 68(4), 148-156.
  47. Lam, S. Y., Shankar, V., Erramilli, M. K., & Murthy, B. (2017). Customer value, satisfaction, loyalty, and switching costs: an illustration from a business-to-business service context. Journal of the academy of marketing science, 32(3), 293-311.
  48. Yavas, U., & Yasin, M. M. (2019). Enhancing organizational performance in banks: a systematic approach. Journal of Services Marketing.
  49. Simon, F. (2018). The influence of empathy in complaint handling: Evidence of gratitudinal and transactional routes to loyalty. Journal of Retailing and Consumer Services, 20(6), 599-608.
  50. Spreng, R. A., Harrell, G. D., & Mackoy, R. D. (2019). Service recovery: impact on satisfaction and intentions. Journal of Services marketing.
  51. Rather, R. A. (2020). Customer experience and engagement in tourism destinations: the experiential marketing perspective. Journal of Travel & Tourism Marketing, 37(1), 15-32.
  52. Mathew, V., & Thomas, S. (2018). Direct and indirect effect of brand experience on true brand loyalty: role of involvement. Asia Pacific Journal of Marketing and Logistics.
  53. Bougoure, U. S., Russell-Bennett, R., Fazal-E-Hasan, S., & Mortimer, G. (2016). The impact of service failure on brand credibility. Journal of Retailing and Consumer Services, 31, 62-71.
  54. Kim, S., & Kandampully, J. (2019, January). Exploring customer loyalty following service recovery. In The 16th Annual Graduate Student Research Conference in Hospitality and Tourism, Houston, Texas.
  55. Pappu, R., Quester, P. G., & Cooksey, R. W. (2015). Consumer‐based brand equity: improving the measurement–empirical evidence. Journal of Product & Brand Management.
Commercial Strategies
Volume 18, Issue 17
December 2021
Pages 147-168

Files

Share

How to cite

Statistics